The explosion of the global middle class Exponential growth of the middle class in emerging markets will surely create a broader foothold for marketing activity.
The middle class phenomenon is what is fueling emerging markets and global economic activity (Douglas and Craig 2011).
Global marketers can thrive by responding to the momentum brought about by rapid economic development and the resulting rise in discretionary income.
Rising prosperity is evident in the increasing discretionary incomes of consumers in such rapidly liberalizing economies as China, India, Brazil, Indonesia, and Turkey.